g Mix

Place: product and service information are sold to the guest via personal selling, direct
marketing, advertising and the Internet. Delivery channels include travel agents and
international reservations systems.

Product Marketing

Product: high quality facilities accompanied by exemplary personal service, differentiated from
competition quality with the overall brand strategy has proven to be a successful approach
generating high levels of repeat business.

Pricing

Pricing strategy has been consistent with the differentiation objective, to provide added value for
a reasonable rate as opposed to discounting and de valuing our products and services.

Room rates quoted are net of tax and service, are per night, per room with continental breakfast
included:

 Corporate single - $95.00;

 Corporate double - $125.00;
 Corporate double deluxe - $ 175.00;
 Corporate suite - $225.00 (maximum occupancy 2 persons).

Conference room rates are net of tax and service, quoted per day use with tea and coffee
breaks (2) included:

 The Riverview Boardroom - $260.00;

 The Riverview Conference Hall - $320.00;
 The Riverview Ballroom - $875.00.

Promotion

Promotion: primary focus will remain on mass communication via print ads in trade publications
and on the Internet. Direct mail campaigns to existing and prospective clients will increase as a
cost effective means of targeted campaigning.

Personal selling in the local market will remain an important element of the mix in order to
continue to build long-term relationships within the local community and generate high levels of
corporate activity.

Public relations activities will continue to play an important role in the marketing mix,
presenting the hotel as a supportive member of the community and participating in significant
local events.
Advertising

The following table shows our primary advertising milestones.

Milestones

Advertising Start Date End Date Budget Manager Department

Contract media space 1/1/2005 4/1/2005 $20,000 Geoff Marketing
Ad agency liasonon print ad material 1/1/2005 3/28/2005 $11,000 Geoff Marketing
Dispatch/monitor campaign results 5/1/2005 8/1/2005 $2,000 Sally Marketing
Total Advertising Budget $33,000

Public Relations

The following table shows our primary PR milestones.

Milestones

PR Start Date End Date Budget Manager Department

Public relations functions to schedule 2/1/2005 3/1/2005 $0 Anne PR
Evaluate sponsorship requests 3/1/2005 4/1/2005 $0 Anne PR
Establish list of sponsorship
4/1/2005 6/1/2005 $6,000 Anne PR
events/companies
Total PR Budget $6,000

Direct Marketing

Our direct marketing will be handled by our PR agency. We will buy select targeted list of
corporate companies and send them information about Riverview Hotel. We know that we are no
experts in direct marketing so it will be important that our PR agency handles every aspect of
direct marketing for us.

Milestones

Direct Marketing Start Date End Date Budget Manager Department

Direct mail lists to purchase/prepare 2/1/2005 3/1/2005 $6,000 Sally Marketing
Ad agency liason on direct mail material 3/1/2004 3/1/2005 $7,000 Sally Marketing
Total Direct Marketing Budget $13,000

Web Plan

Our website is already up and running, but needs to be revamped to give it an updated look and
feel, as well as to add secure interactivity. The content is good -- it just need a little refresher.
We need:

1. New home page design and navigation

2. Online reservations capability
3. Printable brochure

Website Goals

Our website needs to be able to do the following:

1. Convey our messaging of high quality, luxury business accommodations

2. Be indexed on major travel websites so that people find us
3. Be able to take reservations online and make changes to reservations online

Website Marketing Strategy

Our main website marketing strategy hinges upon making sure all major travel sites such as
Expedia.com, Orbitz.com, and Hotels.com list our hotel when customers search for hotels in our
area.

Development Requirements

To attain the level of interactivity we want in our redesign, we need to increase the features
allowed (security for reservations and credit-card processing, daily back-ups, and real-time
database linking) and service-level of our hosting service. This will slightly increase our monthly
hosting fee.

Sally has contracted with a database developer to update our reservations system to be
compatible with the online reservation requirements. The new website will be ready to launch in
April.

Pay-Per-Click ROAS

Monthly Leads Monthly Cost-per- Cost-per-

Network Clicks Orders ROAS
Cost Generated Revenue click lead
Google $3,000 600 75 10 $5,000 167% $5.00 $40.00
Yahoo! $2,000 300 40 5 $4,000 200% $6.67 $50.00
Other $500 100 30 3 $1,500 300% $5.00 $16.67
Total 5500 1000 145 18 10500 222% $5.56 $35.56

Milestones

Web Development Start Date End Date Budget Manager Department

Homepage Re-design 1/1/2005 1/15/2005 $1,000 Shelly Marketing
Printable Brochures 1/1/2005 1/15/2005 $2,000 Shelly Marketing
Online reservations 1/1/2005 1/15/2005 $6,000 Shelly Marketing
Total Web Development Budget $9,000

Service

Our hotel provides guests with an alternative to the impersonal, large five star properties in the
city. Strategically located, our property enables our guests to be at the heart of the business
community and yet in an environment of calm and professionalism. We seek to differentiate our
product and services in the following areas:

 Personal recognition of our frequent travelers who return time and again.
 Luxurious rooms that offer a sense of doing business from 'home.'
 Staff that have a strong customer-service ethic.
 Business facilities second to none in town.

Implementation Schedule

New marketing campaign efforts will be focused from January through April, aimed at the
launch of the redesigned website in April. We will continue to track the results of this campaign
for the remainder of the year.

Milestones

Advertising Start Date End Date Budget Manager Department

Contract media space 1/1/2005 4/1/2005 $20,000 Geoff Marketing
Ad agency liasonon print ad material 1/1/2005 3/28/2005 $11,000 Geoff Marketing
Dispatch/monitor campaign results 5/1/2005 8/1/2005 $2,000 Sally Marketing
Total Advertising Budget $33,000
PR Start Date End Date Budget Manager Department
Public relations functions to schedule 2/1/2005 3/1/2005 $0 Anne PR
Evaluate sponsorship requests 3/1/2005 4/1/2005 $0 Anne PR
Establish list of sponsorship
4/1/2005 6/1/2005 $6,000 Anne PR
events/companies
Total PR Budget $6,000
Direct Marketing Start Date End Date Budget Manager Department
Direct mail lists to purchase/prepare 2/1/2005 3/1/2005 $6,000 Sally Marketing
Ad agency liason on direct mail material 3/1/2004 3/1/2005 $7,000 Sally Marketing
Total Direct Marketing Budget $13,000
Web Development Start Date End Date Budget Manager Department
Homepage Re-design 1/1/2005 1/15/2005 $1,000 Shelly Marketing
Printable Brochures 1/1/2005 1/15/2005 $2,000 Shelly Marketing
Online reservations 1/1/2005 1/15/2005 $6,000 Shelly Marketing
Total Web Development Budget $9,000
Other Start Date End Date Budget Manager Department
Name me 1/1/2006 1/15/2006 $0 ABC Department
Name me 1/1/2006 1/15/2006 $0 ABC Department
Name me 1/1/2006 1/15/2006 $0 ABC Department
Other 1/1/2006 1/15/2006 $0 ABC Department
Total Other Budget $0
Totals $61,000

Sales Plan

Our sales plan hinges upon our sales strategy, sales process and, prospecting plan. As long as we
follow the plans laid below we should be in good shape.

Sales Strategy

Riverview Hotel's sales strategy hinges upon repeat visits by key corporate accounts. We need to
develop a relationship with the companies listed in our Sales Account Plan, as well as actively
generate new accounts by soliciting first time corporate visitors.

It will be important to remain competitive on price, as well as amenities. The corporate

accounting department wants to make sure they limit the amount of money spent per night per
employee on a business trip, but the business traveler will be able to express preference. If the
price is right, and the business traveler knows that they will have all amenities they need while at
the Riverview Hotel, we will be assured of keeping and attracting key accounts.

Sales Process

We will be sure to mail out corporate packets every 6 months to our key accounts, as well as any
new accounts we acquire. The packets will have information about corporate pricing and
discounts, as well as information about rooms and amenities for the companies to share with
business travelers.

The biggest piece of our sales process will depend on personal relationships. We will need to
make every business traveler feel like we remember them and we know their likes and dislikes.
We also need to cultivate good relationships with the person at the company who makes travel
arrangements.

Sales Account Plan

Annual Sales Key Account

Target Accounts History Status
Potential Manager
disappointed w/
Company A proposal made $20,000 Geoff
current
referral from designing
Company B $15,000 Geoff
Jack proposal
drafting
Company C request on 12/15 $10,000 Sally
response
 Annual Sales Key Account
Existing Key Accounts History Status
Potential Manager
Company 1 3 years Stable $40,000 Sally
5 annual check next
Company 2 $60,000 Geoff
conferences month
Other - - $0 -
Total $145,000

Prospecting Plan

Whenever a new customers stays at our hotel we need to be able to determine whether it is for
leisure or business. If it is for business -- we need to make sure to get the customers business
name and address so that we can send a corporate packet to the company letting them know
about corporate pricing and special business amenities.

Read more:
http://www.mplans.com/hotel_marketing_plan/marketing_mix_fc.php#ixzz2PqbQDxOG